Supply Chain: Distribution Channel and Distribution Strategy
Using a product “Coca-Cola”, answers the following four questions. No need for introductions and conclusions. Make sure your writing emphasizes “why” and “how” and not “what”.
⦁ What is the company’s market penetration strategy (intensive, selective, etc.), and how do the channels being used reflect that strategy?
⦁ Do the channels being used reflect a push or pull distribution strategy?
⦁ Which of the channels being used do you believe are most profitable, given their relative costs in USD? Which of the channels being used do you believe are not as profitable as others but are still necessary to maintain market coverage?
⦁ How much control does the company need over its channels (0-level, 1-level, 2-level, 3-level, multichannel, etc.)? How is this need for control reflected in the channels being used?
